This case study describes how Volkswagen developed an innovative print ad for its new off-road vehicle, Amarok, to help make buyers in Brazil aware of the car's high-technology specification. View Summary

This case study describes how Volkswagen developed an innovative print ad for its new off-road vehicle, Amarok, to help make buyers in Brazil aware of the car's high-technology specification.

The challenge was to make the technological intelligence of Amarok tangible through the ad, so Volkswagen decided to surprise the reader by providing a highly usable technology linked to the car's advertising.

Looking at Brazilian passion for the web and the difficulty of getting wi-fi access everywhere, the company invested in the convergence of print media with digital possibilities, creating an ad for Amarok that provided a wi-fi connection for the reader.

The piece was a success, generating a direct sales increase of 20% compared with the previous year.

It also gained spontaneous media on major media sites and car and technology blogs, and above all the project reinforced Amarok's position as an innovative model, consolidating the new-car technological gap between it and its main competitors.

4

Safari Storme: Matchmaker - a tool for brand partnerships

Includes video content

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Trends

Best Practice

Shrikant Shenoy, Warc Prize for Innovation, Entrant, 2014

This case study describes how Tata Motors developed a successful brand match between their Safari Storme SUV and popular TV series 24 to increase their presence in India's automobile market. View Summary

This case study describes how Tata Motors developed a successful brand match between their Safari Storme SUV and popular TV series 24 to increase their presence in India's automobile market.

Whilst competitors made large media buys, Storme did not have the budget to do the same so needed a new approach to maintain its top three ranking.

Using a tool based on social analytics and statistical methods it identified entertainment properties that perfectly matched the brand, choosing the Indian adaptation of the TV action series 24 for an alliance at the early stages of the show's production.

This made it possible to integrate Storme within the storyline, and as the show became a hit Storme sales were boosted by 39%, along with increasing brand health scores.

This case study explains how Chevrolet, the car brand, used targeted offers to sell cars in Brazil. View Summary

This case study explains how Chevrolet, the car brand, used targeted offers to sell cars in Brazil.

Chevrolet wanted to boost the launch of its new trailblazer and create awareness and sales among both existing customers and those considering similar vehicles from competitors.

To use the brand tone of "empowerment" and "having it all" while providing a brand and product experience, the campaign divided the target customers into clusters and offered them choices of activities, such as spa, dining, or go-karts, as well as a choice of test-drives or rides in a Trailblazer.

The campaign generated a return on investment of 195 percent, with a total revenue of R$ 81,750,000.

6

Range Rover Sport: A very British car launch - Making lightning and thunder

This case study describes how Land Rover, the car manufacturer, took a new approach to marketing by focussing on shared experience and content for the launch of its Range Rover Sport model. View Summary

This case study describes how Land Rover, the car manufacturer, took a new approach to marketing by focussing on shared experience and content for the launch of its Range Rover Sport model.

Facing competition from the German car manufacturing giants in the SUV market, Land Rover created the 'Driven to another level' concept for the launch of the Range Rover Sport.

The campaign signified a shift in Land Rover's marketing model from paid advertising to shared experience content, using a strategy of live events, experiences, storytelling content and social media to push pre-launch sales.

The campaign achieved incremental revenues in excess of £200m and a ROMI of £60 per £1 spent.

7

Toyota Daihatsu: The most important is not appearances, but giving the clients what they need

This case study demonstrates how Renault's launch of its new Dacia car brand into the UK market overcame prejudice directed at cheaper cars to deliver the best first year result ever recorded by a new car brand. View Summary

This case study demonstrates how Renault's launch of its new Dacia car brand into the UK market overcame prejudice directed at cheaper cars to deliver the best first year result ever recorded by a new car brand.

Renault, a mass-market, mid-range automotive brand, was losing sales through UK consumers' recession strategies, so decided to introduce its "value" brand, Dacia, which was formerly state-owned by Romania.

The combination of low-cost and eastern European origins stigmatised the brand in the UK, and before it had even been launched was already the butt of many jokes.

The launch campaign used communications to make people proud of, not embarrassed by, their choice, by poking fun at traditional car advertising and championing no-nonsense frugality instead.

This case study describes how the Chrysler-owned Jeep took advantage of new native mobile ad opportunities to raise US awareness of its all-new Cherokee, while reinforcing its brand positioning. View Summary

This case study describes how the Chrysler-owned Jeep took advantage of new native mobile ad opportunities to raise US awareness of its all-new Cherokee, while reinforcing its brand positioning.

Automotive is a crowded category, with the dual need to continually raise awareness and motivate active interest during the short time shoppers are in-market.

Jeep recognised that a heavier focus on mobile was needed to achieve this among a younger target audience, so designed creative to showcase the Jeep Cherokee taking on all weather conditions through the lens of the Weather Company's native branded background ad unit.

The campaign aligned with the launch of the Weather Channel iPhone app's new design, taking advantage of the maximum coverage and audience reach this generated.

The innovative pairing of two native ad units to drive awareness and consideration along the user's path produced superior results for both campaign goals, seeing consumers engaged with both ads in record numbers.

10

TRAX: My First Step

Includes video content

Recommended by Warc editors

Trends

Best Practice

Ken Zhang, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes the launch of TRAX, a new car model by Chevrolet, which targeted young people in China with an optimistic and adventurous message through digital content. View Summary

This case study describes the launch of TRAX, a new car model by Chevrolet, which targeted young people in China with an optimistic and adventurous message through digital content.

Chevrolet wanted to launch a new small SUV called TRAX in China - but young consumers in this category weren't considering the small SUV as a first car.

The campaign built on young people's optimistic approach to life and desire for fun experiences byt explaining that the TRAX would be an ideal first car for fun new experiences.

A series of episodes of an online drama were posted online, featuring the story of a young couple taking their first steps towards fulfilling their dreams.

The online efforts gained over 3 million visitors and almost 10,000 sales leads, and when the TRAX launched it sold over 1,800 units within 10 days.

The case study describes how Ford, a car manufacturer, promoted its new EcoSport model across Europe by focussing on its 'Applink' technology which allows drivers to sync their smartphone apps with the car. View Summary

The case study describes how Ford, a car manufacturer, promoted its new EcoSport model across Europe by focussing on its 'Applink' technology which allows drivers to sync their smartphone apps with the car.

Ford needed to encourage to sales of a car could not be trialled beforehand, only viewed on a tablet or computer, so used targeted Facebook ads to attract people to a microsite where they could customise their new car.

The microsite was optimised for mobile and tablet, positioned the EcoSport as an 'app for real life' and had a seamless purchasing process.

500 cars were sold in 5 days, 300,000 visits were made to the campaign website and 2,000 people requested to be kept informed of developments â€“ a valuable future resource.

This case study explains how Jeep, the auto brand, increased sales in Australia with a campaign that improved consumer perceptions of the marque. View Summary

This case study explains how Jeep, the auto brand, increased sales in Australia with a campaign that improved consumer perceptions of the marque.

Jeep was a niche brand in Australia, with stagnant sales despite record growth in SUVs.

Research suggested this was due to perceptions of Jeeps, so this campaign sought to improve social acceptability of the marque.

Ads depicted people saying they bought a Jeep in various ordinary situations, with a focus on TV and digital ads on automotive sites.

As a result, sales increased 156% (outgrowing the SUV market) and brand talkability jumped as the phrase 'I bought a Jeep' entered Australian vernacular.

13

How Chrysler is reaching consumers across screens

Includes video content

Recommended by Warc editors

Trends

Best Practice

Stephen Whiteside, Event Reports, MMA Forum, May 2014

This event report discusses how Chrysler, the automaker, is seeking to connect with consumers as they move seamlessly between different devices and screens, from television to smartphones and tablets. View Summary

This event report discusses how Chrysler, the automaker, is seeking to connect with consumers as they move seamlessly between different devices and screens, from television to smartphones and tablets. It briefly outlines a campaign from the company's Jeep brand, which showed how it was possible to successfully connect with – and engage – potential customers across these various touchpoints, a task that brands often struggle with. Looking forward, it could be online video that ultimately plays a unifying role between these various channels.

14

Tata Safari: #BraveTheStorme

Includes video content

Recommended by Warc editors

Trends

Best Practice

Deepak Gopalakrishnan, Warc Prize for Social Strategy, Entrant, 2014

This case study tells how Tata Motors' Safari, a once-iconic SUV brand, relaunched in late 2012 to recapture a lost audience. View Summary

This case study tells how Tata Motors' Safari, a once-iconic SUV brand, relaunched in late 2012 to recapture a lost audience.

This was a difficult challenge because the brand had been out of mind and out of sight for years, and audiences had moved on to glitzier models.

A Twitter hashtag #BraveTheStorme was developed, inviting people to talk about the challenges they faced in their lives, supported by a campaign microsite which showed who was participating.

Over three days 65,000 Tweets were generated, with 1.5% of all Tweets in India being on this hashtag.

This case study describes the launch of a new car model in the 'Pathfinder' Nissan range, using a 'blogger' influencer strategy in the US to target families. View Summary

This case study describes the launch of a new car model in the 'Pathfinder' Nissan range, using a 'blogger' influencer strategy in the US to target families.

The Pathfinder model had experienced a sales decline, and the company wanted to reverse this whilst maintaining its core values as a family car.

'Cool' family bloggers were identified and invited to test drive a Pathfinder for a week in winter - the season that best demonstrated the value of the car.

Visual content was created by the brand and by the test-drivers, and shared on Pinterest, the social network, highlighting the car's features and benefits to families.

The campaign generated more than 29 million impressions, and helped to increase sales by 44%.

16

Ford EcoSport: Urban Discoveries

Includes video content

Recommended by Warc editors

Trends

Best Practice

Antony Rajkumar, Warc Prize for Social Strategy, Shortlisted, 2014

This case study describes how Ford, the car manufacturer, used a competition run through social media to promote a new SUV product in a pre-launch campaign in India. View Summary

This case study describes how Ford, the car manufacturer, used a competition run through social media to promote a new SUV product in a pre-launch campaign in India.

A microsite, promoted through social media, was created as a platform to post content, including from celebrity hosts and participants, in the form of images, videos and interactive maps, which could be voted on and shared.

People were invited to become 'urban explorers' and post their own content, which could then be voted on with the winner receiving a new car.

The brand's Facebook community grew 197%, over 3,000 followers were gained on twitter, and its YouTube channel received over 680,000 views.

The campaign led to a record number of launch bookings for the brand, with the country's volume allocation for the year reached within 17 days.

This case study describes a campaign by Subaru, a car manufacturer, to promote launch of a new SUV car model, Forester, targeting 30-49 year old couples in Canada. View Summary

This case study describes a campaign by Subaru, a car manufacturer, to promote launch of a new SUV car model, Forester, targeting 30-49 year old couples in Canada.

The target group was identified as urban dwellers transitioning between life stages and considering a smaller SUV.

The campaign placed emphasis on sport and family by creating a family rally test drive experience, which was promoted through TV and a range of print and digital ads, along with blogger outreach.

The event received over 3,800 entries, with 50 families chosen to compete in the rally to win a Forester car.

The company has achieved sales 27% above target, at 3,315 vehicles in three months, following almost 80,000 unique microsite visits and over 6.8 million social media impressions.

18

Land Rover: Live drive

Includes video content

Recommended by Warc editors

Trends

Best Practice

Direct Marketing Association - UK, DMA Awards, Bronze, 2013

This case study describes a campaign by Land Rover Sport, the car brand, which included celebrity endorsement at a live launch event. View Summary

This case study describes a campaign by Land Rover Sport, the car brand, which included celebrity endorsement at a live launch event.

Social media and a microsite built interest in the event, and allowed people to sign up for exclusive content.

A responsive mobile site with bespoke content for 26 markets was also created.

In addition to a high number of views and 'likes' on social media, the campaign generated 80,000 leads and has contributed to sales.

19

Buick Encore: The SUV for the post-80's generation

Includes video content

Recommended by Warc editors

Trends

Best Practice

Sean Hung, Warc Prize for Asian Strategy, Entrant, 2013

This case study describes how Buick, the car manufacturer, launched a new SUV product in China targeted at young adults. View Summary

This case study describes how Buick, the car manufacturer, launched a new SUV product in China targeted at young adults.

The brand positioned itself on the side of the 'post-80s generation' (people born after 1980) by inviting six spokespeople to create videos which were then posted online, addressing issues including the meaning of freedom, the value of justice, and the significance of diversity.

The videos were widely shared and commented on online including on social media websites, with the awareness of the new model increasing.

This case study explains how Adam Opel, the car manufacturer, sought to gain European market share in the SUV B segment with new car model Mokka. View Summary

This case study explains how Adam Opel, the car manufacturer, sought to gain European market share in the SUV B segment with new car model Mokka.

The campaign differentiated the brand by positioning it as a way to stand out rather than fit in (in contrast to the rest of the market).

As a result brand recognition increased and sales exceeded target by 90%.

21

Nissan Motors GB: Nissan JUKE - Built to Thrill

Includes video content

Recommended by Warc editors

Trends

Best Practice

Direct Marketing Association - UK, DMA Awards, Bronze, 2012

This campaign promoted the Nissan Juke to young UK males with interactive online ads. The ads needed to use challenging language, an intriguing invitation and the promise of a thrilling ride. View Summary

This campaign promoted the Nissan Juke to young UK males with interactive online ads. The ads needed to use challenging language, an intriguing invitation and the promise of a thrilling ride. So the creative was based around skydiving - a concept appealing to the thrill-seeking target audience. Over 200,000 viewers interacted with the ad, with over 100,000 click-throughs, around 250% over target.

22

Nissan GB: Your 2nd Nissan

Includes video content

Recommended by Warc editors

Trends

Best Practice

Direct Marketing Association - UK, DMA Awards, Silver, 2012

This UK DM campaign for Nissan's new Qashqai urban SUV aimed to persuade existing Nissan owners to replace their non-Nissan second car with a Qashqai. View Summary

This UK DM campaign for Nissan's new Qashqai urban SUV aimed to persuade existing Nissan owners to replace their non-Nissan second car with a Qashqai. Analysis of the automaker's customer data identified Nissan drivers who owned more than one car, from which a pool of prospects was created based on their demographic, attitudinal and behavioural similarity to existing Qashqai-owning households. These prospects were profiled to understand what motivated their car choices, resulting in two distinct segments with key product benefits for each. Messaging for "trendy families" (households looking for the latest in gadgetry and style) led with the Around View Monitor technology that the new Qashqai featured; messaging for "practical couples" (who wanted a reliable, quality, reasonably-priced car) focused on brand credentials and fuel efficiency. The campaign claims to have created 'valuable new brand advocates' owning two Nissan cars, with increased loyalty to the brand.

23

Honda CR-V: The social activity vehicle

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Bronze, 2012

Honda wanted to create an aspirational image for its CR-V model in the US that would appeal to a new generation of younger SUV buyers. View Summary

Honda wanted to create an aspirational image for its CR-V model in the US that would appeal to a new generation of younger SUV buyers.

It did this by building on the insights that the target audience is on the verge of a new life-stage and that they see themselves as instigators of social activity.

TV ads encouraged them to adopt a 'Leap List' of adventures and activities they wanted to do before moving into the next phase of their lives.

Banner and print ads spread the idea and an online community helped people create and share their lists.

The CR-V successfully connected with a new generation and had its best five sales' months ever.

24

Toyota: Top to Bottom

Includes video content

Recommended by Warc editors

Trends

Best Practice

The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2012

This New Zealand campaign for Toyota's off-road 4x4, the FJ Cruiser, was based around a challenge involving a celebrity ambassador, retired rugby player Marc Ellis, who drove around the country off-road in the vehicle for 19 days. View Summary

This New Zealand campaign for Toyota's off-road 4x4, the FJ Cruiser, was based around a challenge involving a celebrity ambassador, retired rugby player Marc Ellis, who drove around the country off-road in the vehicle for 19 days. The journey picked up mass earned media support. Social media was a major channel for communicating the campaign message to a target audience of "heartland enthusiasts": people with a passion for rural New Zealand. FJ Cruiser added almost 9,000 Facebook fans and sales beat target by 13%.

This case study explains how Toyota, the automaker, launched the unknown FJ Cruiser, a four wheel drive (4WD), in Australia. View Summary

This case study explains how Toyota, the automaker, launched the unknown FJ Cruiser, a four wheel drive (4WD), in Australia. This was a launch made more difficult by several factors, including rising petrol prices and a competitor’s launch. Research showed that both target groups - 'Real 4WDers' and 'Urban Professionals' - valued 'authenticity', which led to a communications focus on the Australian outback heritage of the car. This took the form of a challenge, in which an Urban Professional and Real 4WDer were equipped with the bare essentials and the FJ Cruiser and needed to make it out of the South Australia wilderness. This was conveyed through an integrated campaign across online, mobile, television on demand and social media. Sales targets were exceeded by 171% and awareness results surpassed the projected target by 80%.